JCDecaux Community Channel is proud to support suicide prevention charity CALM with the launch of its latest powerful campaign this month to turn the tragic increase and magnitude of youth suicide into an unignorable and nationwide talking point.
Suicide is now the leading cause of death for people under 34 in the UK, with women under the age of 24 forming the fastest growing group in history at risk of taking their own lives1.
At the heart of the ‘Missed Birthdays’ campaign is a major activation at Westfield London which will be live between 9th and 11th of September, including World Suicide Prevention Day on 10th September.
The installation uses a universal symbol of celebration, birthday balloons, to deliver a sombre message of loss and raise awareness of the tragedy that is youth suicide. It will feature 6,929 balloons, each one representing a young person who has died by suicide in the last decade2 and the birthday they did not reach.
Visitors to the installation will be given the opportunity to hear intimate voice notes from loved ones who have lost a young person to suicide, describing what they were like and what they hope to achieve in being part of the ‘Missed Birthdays’ campaign.
CALM has also launched the CALM C.A.R.E. Kit, an evolving, free online resource which provides adults with practical tools around talking about suicide with a young person.
WESTFIELD LONDON
COMMUNICATION HUB - LONDON
THE EDINBURGH TOWERS - WEST APPROACH
WESTFIELD LONDONSimon GunningIt’s devastating for a young person to not make it to their 15th, 16th, 17th birthday. It’s absolutely tragic when that reason is suicide. Over the last decade, 6,929 families have been affected by the tragedy of youth suicide. We want to thank everyone who shared their stories in this campaign for their strength and courage, and hope it can open up conversations and give everyone the tools to support the young people in their lives.
CEO of CALM
Mehul AshraWe only collaborated with media partners who shared our passion for creating impact and raising awareness. Each partner developed the personal stories to deliver authentic and powerful messages through their channels and talent. We thank all the media owners who contributed, for making this campaign possible.
Strategist at the7stars
‘Missed Birthdays’ is running across digital billboards and Communication Hubs3 nationwide as well as on digital screens at Westfield London to support the activation. The fully integrated campaign also includes content and editorial coverage across press and digital. TV and radio is planned for later in the year.
For more information click here.
1Office for National Statistics, deaths registered as suicides in England and Wales for the year 2021 (https://www.independent.co.uk/news/uk/home-news/suicide-women-rates-young-women-b2266064.html)
2Statistics based on latest available data taken between 2012 - 2022
3Our Communication Hubs are operated by Infocus Public Networks Limited which is a wholly owned subsidiary of JCDecaux UK Limited